Behind The Scenes: St. James Video

When you see a beautiful and compelling video like that of the St. James admissions video, you’re probably not thinking about what had to go on behind the scenes to make it happen (and really, you shouldn’t be). However, it was a pretty incredible “3 man operation” that the client was overwhelmingly pleased with, so we wanted to share a little bit about the techniques, planning involved, problems that came up, etc. Orchestrating a 2-3 minute video takes a lot of preparation, patience, and cooperation, not to mention passion and vision.

About the Project: The video for St. James is a descriptive video, showing the perfect blend of academics, cultural arts, and athletics. It shows the tradition and roots in Montgomery, the feeling of family and pride for having attended, and the preparation and success attained through their education system.

Planning: One thing many people don’t realize is the order in which things are shot. The video comes out flowing and organized, but the process is much more difficult. In this case, the last scene was shot first. For the pairs (the Alumn and the current student), they had to be shot separately on different days and voices made to flow like they were shot in the same room back-to-back. The different campuses were shot at different times but had to flow as well. These are just three examples of the innumerable things that need to be planned and pieced together perfectly to make the final product what it is.

Techniques & Equipment: Technology enabled creativity to stretch the budget. To keep it down, a DSLR camera was used, which is small and compact. One unusual angle caught with this small camera involved attaching it to the top of the basketball pole to capture the ball going through the hoop. Another piece of equipment used was a slider, which is a rail that mounts on top of a tripod. You can check out a variety of shots in LWT’s Flickr gallery by clicking the link or any of the photos in this post.

People: Figuring out how to direct children to be as natural as possible is a big challenge, and the children are absolutely vital to the feel and flow of this video. Thankfully, the cooperation from St. James’ students was amazing and their performances were excellent. Scheduling was another challenge faced with producing such a people-centric video, especially with appearances from busy figures such as Montgomery mayor Todd Strange.

As with any project there were bumps in the road and things that needed to be reworked, rescheduled, and re-shot completely, but in the end, the video had the effect everyone was hoping for. Props for this project go to Karla, Lani, and Stephen. Great job!

Find out more about St. James School at

Panorma View From Timelapse Camera

St. James School Basketball Team

St. James School Campus in Montgomery, AL

LWT is a full-service Interactive // Advertising // Social // Media // Content agency located in Montgomery, AL and concentrating on destination marketing for tourism, real estate and retail clients. For more, visit

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